Brandwave

How popular isMilani?

In October 2026, people searched for Milani by name about 155,000 times worldwide, about the same as the previous year. These searches made up 8% of all global setting spray brand searches, placing Milani fifth out of ten brands. When we asked both ChatGPT and Google AI Overviews about setting spray brands, Milani appeared in three of the four answers and was the fourth most recommended of the ten.

Search and AI answers in October 2026

Milani is the fifth most searched of 10 competitors and the fourth most recommended in the AI answers we collected.

  1. Charlotte TilburyShare of searches 27.8%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  2. ONE/SIZEShare of searches 26.7%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd
  3. Urban DecayShare of searches 10%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  4. e.l.f. CosmeticsShare of searches 9.8%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. MilaniShare of searches 8%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th

+5 more

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Top setting spray brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Milani was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Milani is the fourth most recommended of the ten.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Urban Decay1st
  2. Charlotte Tilbury2nd
  3. ONE/SIZE3rd
  4. Milani4th
  5. NYX Professional Makeup5th
  6. e.l.f. Cosmetics–
  7. MAC–
  8. Morphe–
  9. Huda Beauty–
  10. Laura Mercier–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • ONE/SIZE4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Urban Decay4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Charlotte Tilbury3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Milani3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • NYX Professional Makeup1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • e.l.f. Cosmetics0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • MAC0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Morphe0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Huda Beauty0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Laura Mercier0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about setting spray brands

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 25, 2026.

How often do people search for Milani compared with other setting spray brands worldwide?

Milani against setting spray brands worldwide, by month

Share of searches by month for Charlotte Tilbury, ONE/SIZE, Urban Decay, e.l.f. Cosmetics, Milani, MAC, Morphe, NYX Professional Makeup. The figures are in the table below the chart.

View monthly share of searches table
MonthCharlotte TilburyONE/SIZEUrban Decaye.l.f. CosmeticsMilaniMACMorpheNYX Professional MakeupHuda BeautyLaura Mercier
Nov 202536.7%19.4%13.3%7.1%5.8%7%3.9%3.9%1.7%1.2%
Dec 202537.8%19.9%11.2%7.3%6%5.7%4.9%4%1.8%1.5%
Jan 202630.9%24%11.1%7.2%7.2%6.8%4.8%4.8%1.8%1.2%
Feb 202628.9%22.7%12.7%8.3%6.8%6.7%6.8%4.5%1.7%0.9%
Mar 202630.9%19.7%13.5%8.8%7.2%6.8%5.9%4.8%1.4%0.79%
Apr 202628.9%22.5%12.6%8.3%8.3%6.7%5.5%4.5%2%0.59%
May 202627.7%26.4%12.1%7.9%6.5%6.4%5.3%5.3%1.9%0.57%
Jun 202628.2%26.9%12.3%8.1%6.6%5.9%5.4%4.4%1.6%0.58%
Jul 202626.3%30.9%9.5%7.6%7.6%5.5%5.1%5.1%1.9%0.54%
Aug 202625.8%30.3%9.3%9.1%7.4%5.7%5%5%1.8%0.66%
Sep 202628.2%27.1%10.1%8.1%8.1%5.9%5.4%4.5%1.6%0.72%
Oct 202627.8%26.7%10%9.8%8%5.8%5.4%4.4%1.6%0.58%

  1. 1.Charlotte Tilbury

    27.8%

    Held 1st. 172K estimated branded searches, +22.2% vs prior month. Share -0.5 points.

  2. 2.ONE/SIZE

    26.7%

    Held 2nd. 165K estimated branded searches, +22.2% vs prior month. Share -0.4 points.

  3. 3.Urban Decay

    10%

    Held 3rd. 61.5K estimated branded searches, +22.1% vs prior month. Share -0.2 points.

  4. 4.e.l.f. Cosmetics

    9.8%

    Held 4th. 60.5K estimated branded searches, +49.4% vs prior month. Share +1.6 points.

  5. 5.Milani

    8%

    Held 5th. 49.5K estimated branded searches, +22.2% vs prior month. Share -0.1 points.

  6. 6.MAC

    5.8%

    Held 6th. 36.1K estimated branded searches, +22.4% vs prior month. Share -0.1 points.

  7. 7.Morphe

    5.4%

    Held 7th. 33.1K estimated branded searches, +22.1% vs prior month. Share -0.1 points.

  8. 8.NYX Professional Makeup

    4.4%

    Held 8th. 27.1K estimated branded searches, +22.1% vs prior month. Share -0.1 points.

  9. 9.Huda Beauty

    1.6%

    Held 9th. 9.9K estimated branded searches, +22.2% vs prior month. Share 0 points.

  10. 10.Laura Mercier

    0.58%

    Held 10th. 3.6K estimated branded searches, 0% vs prior month. Share -0.1 points.

Milani, Charlotte Tilbury and 6 other brands sell other things too, so only their searches that name this product count here, like “milani setting spray”.

Compare popularity between Milani and its closest rivals

Every comparison with Milani

26 comparisons

How has branded search demand for Milani changed worldwide over the last 12 months?

4 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for Milani worldwide held steady, from 159K to 155K.
  • Across the 12 months ending October 2026, Milani’s share of searches among setting spray brands worldwide increased from 5.8% to 8%.
  • Across the 12 months ending October 2026, Milani’s share of searches among setting spray brands worldwide peaked at 8.3% in April 2026 and was lowest at 5.8% in November 2025.
  • Across the 12 months ending October 2026, Milani rose from 6th to 5th among setting spray brands worldwide.

How did search popularity change for setting spray brands worldwide in October 2026?

6 changes

  1. In October 2026, e.l.f. Cosmetics gained share of searches among setting spray brands worldwide, from 8.1% to 9.8%.

  2. ONE/SIZE’s share of searches among setting spray brands worldwide has lost ground for 3 months in a row, from 30.9% to 26.7% in October 2026.

  3. NYX Professional Makeup’s share of searches among setting spray brands worldwide has lost ground for 3 months in a row, from 5.1% to 4.4% in October 2026.

  4. Estimated monthly branded searches for Milani worldwide rose 22.2% over 12 measured months, from 40.5K to 49.5K in October 2026.

  5. Estimated monthly branded searches for Morphe worldwide rose 22.1% over 12 measured months, from 27.1K to 33.1K in October 2026.

  6. Estimated monthly branded searches for Laura Mercier worldwide fell 55.6% over 12 measured months, from 8.1K to 3.6K in October 2026.

How are Milani’s branded searches counted?

8 search terms

Brandwave collects information about searches that people make online using Milani’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • milani
  • milani blush
  • milani bronzer
  • milani bronzer stick
  • milani bronzing powder
  • milani contour stick
  • milani lip oil
  • milani setting spray

Do you work for Milani? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Milani compete?

Milani is ranked by how often people search for it in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Setting spray brands5th of 108%Shown above
Blush brands5th of 85.3%Show ranking
Lip oil brands12th of 120.5%Show ranking
Face palette brands2nd of 520.3%Show ranking
Bronzer brands4th of 519.2%Show ranking
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